Gestión de marketing para la movilidad estudiantil entrante proveniente de México a la Universidad de la Costa

International student mobility is an essential component for the internationalization of higher education institutions worldwide, taking into account that the experience offered contributes to the formation of integral citizen with global competencies. The main purpose of this project was to describe the elements of marketing management for incoming student mobility from Mexico to the Universidad de la Costa. This was a descriptive research type that allowed characterizing the current situation of the Universidad de la Costa respect incoming student mobility and formulating a marketing plan according to the needs of the institution, with special emphasis on the marketing mix. We concluded that marketing management relevant to this study case is nothing else that managing demand for mobility services, which leads to the management of relationships with users of the service offered. This demand can be increased by carrying out the proposed marketing plan, meeting the goals of doubling the number of Mexican students received from one period to another, through specific actions such as promoting the mobility program through attractive advertising about incoming students on the Universidad de la Costa.

• Autores: Palacio De La Cruz, Stefany; Rondon Rodriguez, Carlos Andres
• Tipo de recurso: Trabajo de grado de pregrado
• Fecha de publicación: 2013
• Institución: Corporación Universidad de la Costa
• Repositorio: REDICUC - Repositorio CUC
• Idioma: spa
• OAI Identifier: oai:repositorio.cuc.edu.co:11323/522
• Acceso en línea: https://hdl.handle.net/11323/522; https://repositorio.cuc.edu.co/
• Palabra clave: Gestión de marketing; Internacionalización; Movilidad estudiantil; Marketing management; Internationalization; Student mobility
• Rights: openAccess
• License: Atribución – No comercial – Compartir igual